Amazon is joining the trend for brands to create their own content with the new 30-minute series of programmes.
Allied Domecq is another company that has created programming led by its own brands, with a series called 'The Club' that appeared on Spike TV in late 2004.
The Amazon series will be hosted by Bill Maher, US political humorist and author, and presenter of the HBO series 'Real Time with Bill Maher'.
The 30-minute programme will be called 'Amazon Fishbowl with Bill Maher' and will be streamed live every Thursday night, US time. The shows will include live performances by musicians and interviews with authors, directors and actors.
Amazon plans to preview the programme at this weekend's Sundance Film Festival, where Maher's guests will include the writer Armistead Maupin and Collette, who is promoting the film 'The Night Listener'.
King, author of books including 'The Green Mile' and 'Carrie', will be interviewed ahead of the January 24 launch of his new novel, 'Cell'.
Amazon said the aim of the series was to help customers discover new books, films and music, and to help artists find new audiences.
Kathy Savitt, vice-president of strategic communications at Amazon.com, said: "We believe that Bill Maher's interviews with some of the world's most renowned and up-and-coming artists and entertainers will offer customers unique insight into the motivations and inspirations behind the books, films and music they love."
Amazon customers can see highlights of the first programme on Tuesday January 24, but the full series of 12 shows will be streamed live on Thursday nights during the summer.
Maher said: "Amazon has included me in an opportunity to provide top-shelf television-style programming live on the world's computer screens. To hold forth with the industry's very best actors, directors, musicians, authors -- I'm thrilled to be on the cutting edge of this."
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .